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marketing

I Buy Caravans.

The client

i-buy-caravans.net/

About I Buy Caravans.

I Buy Caravans provide a one-to-one buying service for all makes and models of static caravans.

Vertical.

Travel & Leisure

The project

Aims.

Increase Sales / Increase Traffic

Marketing mediums.

Email Marketing

Duration.

Ongoing

Team

Anna.

PPC Assistant

David Berry.

Digital Account Manager

Katie Ryan.

Digital Marketing Assistant

Vic Dadson.

Content Executive

I Buy Caravans offer a direct buying service for owners of static caravans, allowing them to sell their unwanted caravans for their full value quickly and easily.

The client originally worked with our paid and natural search teams, as well as ProSupport, optimising and developing their site and driving relevant traffic to the service. Interested users can request a free valuation of their static caravan through a form on the site, which is picked up by their nearest representative.

After receiving a valuation, not everyone wants to sell straight away, so the client wanted a way to keep the brand front of mind should they wish to sell in the future. We recommended email marketing as an ideal method for re-engaging these users.

What we did

Our designers created bespoke email templates that reflected the look of the website, which our ProSupport team then built in Mailchimp.

We segmented the client’s database to identify those users who had received valuations but not sold, and created a monthly email strategy to help drive them back to the site. Each month we wrote bespoke benefit-led email content to keep the messages relevant and interesting, increasing the likelihood of users clicking through.

The results

Our first email send saw a phenomenal open rate of 56%. For context, the average open rate for marketing emails in 2017 is 24.79%*, so this was a fantastic result.

After twelve months of regular emails to the same database, the average open rate was 36%, 45% higher than the industry average*.

We managed to maintain these open rates by keeping the content engaging, as well as by keeping the database fresh with new leads driven by our paid and organic search efforts.

By keeping the content fresh, engaging and focused, we were able to drive 14% of users who opened the emails to click through to the website, a rate approximately 17% higher than industry standard*.

Users who visited the site after clicking on the email were 162% more likely to request a valuation than any other site visitors, resulting in I Buy Caravans agreeing many more purchases.

Most importantly, the emails drove caravans sales from users who would otherwise have been lost.

  • 12-month average open rate of 36%
  • 12-month average click-through rate of 5.7%
  • 12-month average click to open rate of 14%
  • Average on-site conversion rate of email traffic 29.5%

*Industry averages taken from SmartInsights: http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

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